If I were to ask you to explain your company’s ‘value proposition’ you’d probably hesitate. But if I asked you what your customer would miss if your work didn’t exist, you’d likely have some thoughtful answers about why she needs what you make, serve or sell. Sometimes the language and frames we use stop us expressing ourselves clearly.

One way to begin describing the value you create is to talk about what can’t happen without you.

Without us fewer people can/are/feel/have/do/become [———————].

We tell better stories when we understand how customers’ lives change in the presence of our product.

Image by Garry Knight